PENGARUH PERSEPSI KUALITAS DAN HARGA PRODUK BODY LOTION SCARLETT WHITENING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN

Abstract

The purpose of this study was to determine and analyze the effect of perceived quality on purchasing decisions, and the effect of product price on purchasing decisions on Scarlett Whitening products. The approach used in this study is an associative approach. The population in this study were several Scarlett Whitening users and the sample set was 130 people. The data collection technique in this study used a questionnaire technique. The data analysis technique in this study uses the Classical Assumption Test, Multiple Regression, Hypothesis Testing (t-test and F-test), and the Coefficient of Determination. Partially perceived quality has a significant influence on purchasing decisions. Simultaneously perceived quality and price have a significant influence on purchasing decisions for Scarlett Whitening body lotion products